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Zaxby’s rolls out food truck in time for football

Sep 18, 2017

Zaxby’s rolls out food truck in time for football

Zaxby’s marketing this fall is where the rubber meets the road.

With the debut of a new food truck and an ongoing partnership with International Management Group’s college division, Zaxby’s has gained access to 27 colleges and amped up its “Zaxby’s Fanz of Flavor” tailgate tour in its second year.

The Athens, Ga.-based chicken brand will be hosting large-scale tailgate gatherings in six college communities this fall during highly anticipated rival-school football matchups, according to Erin Todd, Zaxby’s senior brand manager.

“We were really looking at ways to take our flavors on the road and engage with our guests outside the four walls of our restaurants,” said Todd in an interview. “Zaxby’s started in a college town, and we’ve always had a great relationship with college football.”

The tour had been set to start on Saturday with the Miami Hurricanes and Florida State Seminoles game in Tallahassee, Fla., but that matchup has been postposed until Oct. 7 because of the region’s recovery efforts in the wake of Hurricane Irma. A Zaxby’s spokeswoman said the tailgate tour would accommodate the postponement.

Other “Zaxby’s Fanz of Flavor” tailgate tour stops include: Sept. 30 for Clemson at Virginia Tech; Oct. 21 for Oklahoma State at Texas; Nov. 4 for Louisiana State at Alabama; Nov. 18 for LSU at Tennessee; and Nov. 25 for Clemson at South Carolina.

The Zaxby’s brand has deep roots in college sports. Founders Zach McLeroy and Tony Townley launched Zaxby’s in 1990 near a college campus in Statesboro, Ga.

“The majority of our guests are college football fans,” Todd said, so the brand was able to leverage its partnership with the International Management Group’s college division to schedule the game-day locations.

“We can be onsite and be part of the experience,” she said, adding that the company expects to give out thousands of chicken fingers samples and sauces at each event.

The addition of a new food truck this year has expanded the football tailgate tour, Todd said. “We feel like it allows fans to have a fresh-cooked chicken fingers, which adds a lot to the experience on game day,” she said.

The food truck will serve as the centerpiece of an area that includes grandstand-style seating, customer games, giveaways and televisions with satellite feeds to air other college football games, she said.

Zaxby’s is enhancing the tour by inviting social-media influencers, especially those on Facebook, Instagram and Twitter, to share the experience on their own feeds with the hashtag #FanzofFlavor.

The six stops will embrace one to two of the social-media influencers at each location. “We hope their interaction on site will capture the fans attention,” Todd said. “We want that content to live on past the tailgate event. We can capture that and push it out beyond that actual event.”

At each of the 2017 tailgate tour stops, Todd said notable former athletes will participate in autograph signings and photos.

The college football tailgate tour follows a summer of special campaigns aimed at the chicken-finger portability of Zaxby’s menu, Todd said.

“We made it our mission to bring fresh campaigns and promotions to our guests in the second half of 2017,” said McLeroy, Zaxby’s CEO, in a statement. “Our team at Zaxby’s is very aware that our fans drive our business and are the reason for our success.”

Atlanta Falcons fry up 5-year deal with Zaxby's

Athens, Ga.-based Zaxby's inked a 5-year deal with the Atlanta Falcons starting in the 2017-2018 season to become the the Official Chicken of the Atlanta Falcons. Zaxby’s will also be the title sponsor for the Falcons’ Salute to Service Week from Oct. 30 through Nov. 4 as well as a presenting sponsor at the Falcons' training camp, the Atlanta Falcons/MADD 5K and Fishing with the Falcons, the annual spring fishing tournament held for wounded veterans. The partnership also includes opportunities for exposure through home game activations, signage, and broadcast and print media.

Zaxby’s Atlanta Co-op President Fred Weir, who represents 154 Atlanta-area Zaxby's locations, said the company has a strong presence in the Atlanta area, and its guests are huge fans of the Falcons.

With the goal of finding more opportunities to engage with fans during memorable moments in their lives, Zaxby’s is launching a strategic agenda of fan-first initiatives for the remainder of 2017. From five first-time meal deals for $5.99 paired with its new Poolside Punch and a Summer Road Trip campaign to a college football tailgate tour and the launch of the new Zaxby’s food truck, fans will have the opportunity to connect with the brand in multiple ways across its footprint.

“We made it our mission to bring fresh campaigns and promotions to our guests in the second half of 2017,” says Zach McLeroy, CEO and co-founder of Zaxby’s “Our team at Zaxby’s is very aware that our fans drive our business and are the reason for our success. Because of that, and the loyalty they continue to show, we listen to them. That’s what the rest of 2017 is about for us.”

From July 24 through Sept. 24, all Zaxby’s locations across 17 states will offer the new 5 Meals for $5.99 Each promotion. These wallet-friendly deals are comprised of Zaxby’s traditional menu favorites, including the Big Zax Snak Meal, Boneless Wings Meal, Kickin’ Chicken Sandwich Meal, Grilled Chicken Sandwich Meal and Chicken Finger Sandwich Meal. In addition, Zaxby’s is introducing its Poolside Punch, a refreshing summer beverage offered exclusively at Zaxby’s locations beginning July 31.

Also launching for the first time this summer, Zaxby’s is focusing on a time-honored travel tradition—the summer road trip. The Zaxby’s Summer Road Trip has many variations, including travel from point A to B with stops at Zaxby’s along the way, or road trips with Zaxby’s as the destination. Interestingly, the brand cannot take credit for the origin of this idea. In this case, the credit goes to its loyal following. In the past few years, specifically since the explosion of social media outlets and influence, guests have been chronicling their journeys and making Zaxby’s a key part of the trip. The brand is taking this concept a step further by featuring these road trip experiences on Zaxby’s social media channels. Some fans and influencers may be selected to receive a “Zaxby’s Road Trip Care Package,” and encouraged to document their trip using #RoadtoFlavor.

A continuation of the road trip theme, Zaxby’s will be taking its interactive college tailgate experience, “Zaxby’s Fanz of Flavor,” on the road for the second college football season in a row. Through its longstanding partnership with IMG, Zaxby’s, along with its brand-new food truck and an interactive game-day tailgate experience led by Atlanta agency My Friend’s Nephew, will be hosting large-scale tailgates in six college towns for six rivalry matchups.

“Zaxby’s Fanz of Flavor” tailgate tour stops include:

Sept. 16—Miami at FSU

Sept. 30—Clemson at Virginia Tech

Oct. 21—Oklahoma State at Texas

Nov. 4—LSU at Alabama

Nov. 18—LSU at Tennessee

Nov. 25—Clemson at South Carolina

“Hopefully all these new campaigns will get fans excited, but we do have one more surprise,” says McLeroy. “We are also bringing back an old favorite to our menu for the fourth quarter, and will be announcing those details in the coming months.”

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